Improvement Strategy Of Marketing Channels Of ST Mobile Corporation

China mobile communications co.,LTD.(hereinafter referred to as China mobile)is a first-class communication enterprise at home and abroad with the largest user scale and network scale.Following the rapid development of communication technology,China mobile was the first to obtain 4G license and carry out 4G commercial application in December 2013.After nearly two years of 4G high-speed development,China mobile in November 2015 to March 2016,successively in the provinces to 4G+(HD business.China mobile and the independent research and development of 4 G communication technology on the basis of the extended into 4G + technology,lead in the technology,and also fast one step in marketing,as a result,China mobile market development under the background of the 4G+ communication technology can only rely on their own strength and resources to sum up experience in practice,groping forward.During the whole process of exploration and practice,China mobile's market share will show signs of slowing down.The ST mobile company studied in this paper is the country-level branch of SiChuan molile company.The marketing channel system of SiChuan mobile company is constituted by previous social marketing channels,self-owned channels and gradually formed online marketing channels.In this system,the number of social marketing channels is large,and the absolute business development is also carried,which makes mobile companies take the development of social channels as the focus of channel management for a long time.At present,the change of market and user consumption mode leads to a series of problems in the management mode of the original social channel,which restricts the development of the whole channel system.Therefore,studying channel improvement strategies and improving the efficiency of channel operation through channel control and channel conflict management can help the company rapidly increase its market share.ST company is a county-level company of China mobile with a typical rural economic market.Now it enters into new technology and market background,which makes it difficult for ST company to manage the channel.This paper mainly makes use of relevant theoretical knowledge of channel management and channel design decision,and elaborates and studies from the perspective of the author's work.At first the paper introduced the ST companies facing the industry environment and the status of the channel,the second it is a combination of theoretical knowledge ST companies are summarized in the channels of the basic definition,basic structure,channel management process control,finally it chooses the members of the channel,channel type selection and channel control a certain improvement on the existing system of channels,make ST company's channel management in order to more in line with the change of the Internet economy era,also can more adapt to market development,finally realizes the ST company's business development,gain more users.